"Your favourite social media star is more influential than media organisations that have built up their audience's trust over decades" , how social influence is 'trumping' credible sources around the world. A must read for content creators and influencers everywhere.
The Media Insight project has recently published an article highlighting the trend in which content 'sharers' have become more important that who created the content in the first place. This means media companies and news agencies with years of credibility, are becoming less influential than your favourite social media influencer and stars.
"The experimental results show that people who see an article from a trusted sharer, but one written by an unknown media source, have much more trust in the information than people who see the same article that appears to come from a reputable media source shared by a person they do not trust."
In other words, even in the instance that the content being shared isn't accurate, people are more than likely to accept and engage if it were being shared by someone they trusted and valued online. For brands , this means that a double pronged approach to their content creation is now becoming more necessary. Firstly, to cater for their consumer, secondly and almost as importantly, for the content sharer (influencer) who will share your article.
For media organisations, the significance becomes even greater, in recent times of media turbulence, credibility and integrity seems to have given way to sensationalism and social media influence.
"The sharer tends to have a greater significance on attitudes than the news organization that reported the article in the first place. The reporting source still matters, according to the experiment, just not as much as who shared the article."
You can read the full article from the American Press Institute here.